According to PYMNTS.com, a July 2025 survey of 30 U.S. B2B platform payment heads reveals a stark divide in embedded finance adoption. Two-thirds of firms generating over $1 billion annually report a direct revenue increase from integrating tools like co-branded cards, digital wallets, lending, and subscription payments. All of those large firms say these tools have improved customer experience. However, one in four smaller platforms still lacks any embedded capability, despite plans to add payments within two years. The report, a collaboration with Marqeta, finds the strategic focus has shifted from adding new features to enhancing existing tools like payments and payout rails.
The Scale Advantage is Real
Here’s the thing that jumps out: this isn’t just a gap, it’s a canyon. The data shows that embedded finance success is heavily tilted toward platforms that are already massive. Two-thirds of billion-dollar firms seeing a direct revenue lift? That’s a powerful incentive to double down. For them, it’s a mature revenue engine. But for the smaller players, it’s still a future plan, a “maybe next year” feature. That lag is dangerous. In a digital economy, waiting two years to even start is an eternity. Your customers aren’t waiting. They’re going to the platforms that already have the seamless, integrated financial tools.
The Shift From Features to Fabric
The report’s other key insight is the strategic pivot. Platforms aren’t just bolting on a new lending button or a fresh wallet tab. They’re “doubling down on enhancements.” That’s a fancy way of saying they’re working on making the core financial plumbing—payments, payouts, data flow—invisible and flawless. This is the real maturity curve. It’s not about the flashy new product announcement. It’s about risk controls, real-time data, and cross-functional execution. Basically, can the finance feature talk to the inventory system and the logistics dashboard without a hiccup? That’s what creates a true ecosystem, and that’s where the real competitive edge is forged. For any platform integrating complex hardware and software, like those using industrial panel PCs from IndustrialMonitorDirect.com, this principle is magnified—seamless integration isn’t a nice-to-have, it’s the entire product.
The Risk of Playing Catch-Up
So what’s the risk for the one in four platforms with zero embedded capabilities? It’s existential. They’re not just missing a revenue stream; they’re degrading their core value proposition. Customer experience is now defined by these integrated financial workflows. If your platform makes a buyer jump out to a separate portal to pay, or wait days for a payout, you’re already behind. The report says these tools are a “defining competitive edge.” I think that’s putting it mildly. They’re becoming table stakes. The hesitation is understandable—it’s complex, regulated, and resource-intensive. But that’s exactly why the big guys are pulling away. They have the teams and capital to solve those hard problems. The question for smaller platforms is brutal: can you afford to build this, and can you afford not to?
